What does Tesla mean to car buyers? Exploring the role of automotive brand in perceptions of battery electric vehicles

Zoe Long, Jonn Axsen, Inger Miller and Christine Kormos

Transportation Research Part A: Policy and Practice, 2019, vol. 129, issue C, 185-204

Abstract: Among the broad literature on consumer research of battery electric vehicles (BEVs), the role of brand perceptions is neglected. Consumers may gravitate towards automotive brands that they are accustomed to (“brand loyalty”), or they might prefer a new brand (i.e., Tesla) for being new and innovative (“pioneer brand advantage”). Further, BEV-supportive policies may indirectly favor or disfavor the BEVs produced by a given brand. We explore consumer perceptions of automotive brand perceptions in general, and for the specific case of Tesla, using survey data from a representative sample of 2123 Canadian new vehicle-buyers collected in 2017. Respondents most frequently associate BEVs with Tesla (27%), Toyota (27%), and Chevrolet (26%). Over two-thirds of respondents are familiar with Tesla, and 40% select Tesla as a brand representing the “future of BEVs”. In contrast, when asked which brand they would prefer to buy a BEV from, responses are more evenly spread across several brands, with 30% of respondents selecting a brand they already own. Of Tesla-familiar respondents, most indicate that Tesla has influenced them to perceive BEVs as more innovative, stylish, and environmentally-beneficial. Respondents have stronger image associations with Tesla, relative to BEVs more generally, and such perceptions are statistically associated with stated interest in purchasing a BEV. These exploratory findings indicate the potential importance of brand in shaping consumer perceptions of BEVs. Tesla in particular may have played a role in developing positive perceptions of BEVs, suggesting that it might be desirable for policy to support such a brand.

Keywords: Electric vehicle; Brand perceptions; Brand loyalty; Pioneer advantage; Tesla; Consumer research; Survey (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0965856419300060
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:transa:v:129:y:2019:i:c:p:185-204

Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/supportfaq.cws_home/regional
https://shop.elsevie ... _01_ooc_1&version=01

DOI: 10.1016/j.tra.2019.08.006

Access Statistics for this article

Transportation Research Part A: Policy and Practice is currently edited by John (J.M.) Rose

More articles in Transportation Research Part A: Policy and Practice from Elsevier
Bibliographic data for series maintained by Catherine Liu ().